For Clients, Relationship Trumps Performance

Consumers currently working with financial
advisers are generally satisfied with their relationships, but they are seeking
more personalized engagement and a more human-centric approach to their
investments, according to survey data from Hartford Funds.

Twice as many investors value relationships
with their financial advisers over performance, the data found. Only 32% of
respondents felt that a financial adviser who is focused on delivering superior
investment performance is the most important factor.

The overwhelming majority of respondents (86%)
identified an area where they’d like to see improvement from their adviser. Responses
for top areas in need of improvement ranged from wanting advisers to take more
time on education about the financial planning process and their investments (22%),
to more personalized advice (14%), followed by wanting advisers to care more
about them as people and not just clients (13%).

Conversations with
clients don’t always seem to leverage context, says John Diehl, senior
vice president of strategic markets at Hartford Funds. Retirement (61%) was the main driver that sparked respondents to begin
working with a financial adviser, with survey participants saying they wanted
to be able to plan wisely. Just half of respondents (51%) strongly agreed that
their adviser discusses with them what life will be like when they retire, and
nearly one in five said their financial adviser doesn’t touch on that
topic at all.

“Advisers understand that context is key in
helping clients set the right goals for retirement,” Diehl says, but when
retirement is so often the trigger for the relationship, “it is alarming that
more than half of respondents feel that advisers aren’t talking to them about
life in retirement. Advisers need to find creative ways to continue the
conversation about goals and the motivations for reaching them.”

Next: How to
place the conversation in the right context.

Demographics Differences

Advisers have an opportunity to
engage with pre-retirees between the ages of 45 and 64, Hartford Funds says.
Nineteen percent of these respondents would like more personalized advice and
to feel the adviser cares about them as people. Despite approaching retirement
age and an increasing need for income, just 47% of respondents in this age
group strongly agree that their financial adviser talks about what life will be
like when they retire.

Advisers have been making a conscious effort
to engage women—according to research from Russell Investments, advisers can score points with female clients by listening
actively and giving holistic advice—and Hartford also finds in its survey that
the one skill advisers need to develop for successful
relationships with female clients is listening.

More than four
out of five women (84%) strongly agree their adviser actively listens, and
nearly the same number (79%) strongly agree their financial adviser provides
them with the appropriate guidance for their individual needs. Women were also
15% more likely than men (59% versus 44%) to strongly agree that their
financial advisers speak with them about what life will be like in retirement.
Perhaps as a result, 74% of women strongly agree they have a trusted
relationship with their financial adviser both professionally and personally.

Next: The relationship with an adviser takes the top value spot
for investors.

68% of respondents said they have a trusted relationship with a financial adviser,
both professionally and personally, enough to discuss non-financial personal
matters, such as major life occurrences;

66% of respondents said their top priority in
the relationship is having a financial adviser who is aware of and invested in their
individual situation and life stage, and works with them to meet their goals
and objectives; and

32% said an adviser who focuses on delivering
or strives to deliver superior investment performance is most important factor.

The survey underscores that quantitative
performance alone is not enough, according to Diehl, who notes that advisers must
also take a human-centric approach to advice with holistic financial counsel
based on clients’ individual goals and needs. “The emotional
relationship between advisers and clients has never been more important than it
is today,” Diehl said. “We live in a time when information is at consumers’
fingertips, and it is the job of the adviser to quiet the noise.”

Hartford Funds surveyed more than 500
consumers who currently work with financial advisers by phone April 9 to 29 to gain insights into
Americans’ preferences and drivers when it comes to their client-adviser relationships.

More
information on how to navigate client discussions, anxiety and other challenges
and what the future of financial advice looks like can be found on Hartford
Funds’ website.